As a Direct Mail coach, I think it is very important to help you all understand as many aspects of this industry as possible. And one aspect that I find very interesting is testing. I’ve written about this before, but I thought now would be a good time for a little more detail around the […]
I was thinking about New Year’s and everything that comes along with it. The fun and the spirit and the crushing need to come up with the perfect resolutions. That thing or statement or promise to yourself, grand and almost unattainable, which will wonderfully change your life forever and make the next 365 days feel […]
I love the end of the year because the holiday just passed and as people wipe the egg nog off their lips, it is the absolutely perfect time for you to express to your customers how much you appreciate them and their business! To me, it is extremely critical in terms of the ‘future-value’ you […]
Have you ever heard that a shark must continue swimming or it will die? Sharks breathe through two basic methods, buccal pumping and obligate ram ventilation. I’m not 100% sure how to pronounce either of them, but it boils down to how the water flows over their gills so they can pull out the oxygen […]
I absolutely love and find this one particular thing amazing at the same time. It’s when you see an advertisement for something that is ‘New & Improved’. What was wrong with the old version that you had to make significant changes to it to get me to buy it? Does it clean better, or last […]
It’s the week after Thanksgiving and I’m just now coming out of the food coma. But in retrospect, I had a strange thought about direct mail pop into my head as I looked over the table filled with too many side dishes to count! Let me explain. Every year we gather at my in-law’s house […]
I don’t know if any of you are fans of motorsports. It doesn’t matter which kind, if any. Be it NASCAR (my favorite), Indy Racing, or dirt bike racing, the center hub in the wheel of success is someone called a crew chief. That’s the person who typically is running the show. They know the […]
I was watching television last night, and one of those commercials for online learning came on. They were showcasing the achievements of college students around the country, driving a fancy motorhome around to shine the spotlight on single mothers and business owners and everyday people, alike, who had taken it upon themselves and finished their […]
Quora.com tells us that, “Persuasive communication is any message whose sole purpose is to get the listener to support and transform their thinking in favor of the presenter’s perspective.” To me, that’s just a flowery way of explaining how you get somebody interested enough in what you’re saying to stay interested, and maybe move all the […]
Question: If I asked you to tell me the difference between ‘Attention to Detail’ and ‘Drawing Attention’, how would you explain it, what would you say? In my mind, a perfect example would be a pair of Christian Louboutin shoes: women’s, black, size 8, 5-inch heel, $695 retail. There are two camps of people and […]